摘要：从发展历程来看，微博还是一种新生事物，我国微博营销的土壤尚未培育成熟，从媒体属性来看，微博门槛极低、发布快捷引起大量信息的冗余，这就决定了企业微博营销在当前阶段具有一定的局限性。首先，信息发布的简单快捷造成了微博平台上大量冗余信息的出现；其次，微博营销的传播能力还有待提高；第三，媒介利用方式并没有做出相应的调整，传播效果并不理想；第四，微博营销的效果难以评估。针对企业微博营销的局限性，本文提出了相应的解决路径。首先，要发挥领袖的作用，企业可以通过意见领袖来提升微博的传播效果。其次，加强网络互动，企业除了要做一般性的信息发布，还要尝试做聆听者，与受众进行沟通互动，倾听他们的意见。第三，多种媒介组合，企业可以制定一个系统的营销战略，创新媒介利用方式，让营销的影响力在各个媒介平台上得到叠加。第四，加强对于营销效果的检测，企业要随时监控微博动态，反馈营销效果，为今后的战略决策提供科学的依据。关键词：企业；微博；营销Abstract：From the development process, micro-blog is a kind of new things, our micro-blog marketing soil has not been developed, from the media attribute, micro-blog very low threshold, released quickly caused a large amount of information redundancy, this decided the enterprise marketing in the current stage of micro-blog has certain limitations. First, information is simple and quick caused micro-blog platform redundant information; secondly, micro-blog marketing communication capability still needs to be improved; third, media use and not to make corresponding adjustment, transmission effect is not ideal; fourth, micro-blog marketing effect is difficult to assess. In view of the enterprise micro-blog marketing limitations, this paper puts forward the corresponding solution path. First of all, to play the role of enterprise leaders, through opinion leaders to promote micro-blog dissemination effect. Secondly, to strengthen the network interaction, enterprise besides wanting to make the general information, but al...
